Baby Boomers, Not Gen Z, are the Most Environmentally-Friendly Generation
Key Takeaways
Baby boomers are more environmentally-minded than any other generation. They’re the only generation that’s over-represented in the environmentally-minded audience profile. Nearly 2 in 5 (39%) environmentally-minded consumers are baby boomers, but they make up 28% of the general population.
Environmentally-minded consumers pay more attention to the news, particularly through left-leaning networks, and are more likely to lean left politically. They’re more duty-bound to the needs of their communities and society as a whole.
Brands prioritizing the environment in their marketing need to back it up with manufacturing, as this cohort is well-informed and less easily swayed by greenwashing.
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Between natural disasters caused by increasingly severe weather, and headlines about the world’s failure to meet industrial targets to reduce climate change, the impact of humans on the environment is front and center. Some individuals are changing their own behaviors in order to reduce their contribution to this crisis, which is good news for the environment and brands. Companies evolving their own manufacturing practices have a strong target audience with these environmentally-minded consumers, but this group also knows that we can’t consume our way out of climate change.
For our purposes, there are two defining attributes for environmentally-minded consumers:
- They are willing to make lifestyle changes to benefit the environment, such as composting, carpooling, and reusables.
- They frequently consider ‘previously owned’ products as opposed to new.
Consumers in this cohort are more willing to pay a premium for products that are good for the environment than the general population (65% versus 56%), though that was not a defining attribute of this audience as income is a limiting factor. And of course, environmentally sustainable behaviors often involve spending less, not more.
Baby boomers are more environmentally conscious than Gen Zers
By this definition, baby boomers are the most environmentally-minded generation, while Gen Zers and millennials are underrepresented in this cohort. This data contradicts the prevailing point of view that Gen Zers are more environmentally conscious than their elders. Gen Z is confounding, in that they espouse higher environmental standards but also buy enormous amounts of fast fashion. They’re also more likely than the general public to say that they are willing to pay more for sustainable products (+10 percentage points), but are only 2 points more likely to say that they are willing to make lifestyle changes to benefit the environment, like composting or carpooling. In short, they’re more swayed by brands’ stances on environmental issues in that it influences their consumption, but their consumption is inherently unsustainable.
Baby boomers comprise the largest share of environmentally-minded consumers
High earners are also less environmentally conscious. Like Gen Zers, they also state they are more likely to pay more for sustainable products, but they’re less likely to consider secondhand products. There are no meaningful differences between urban and rural residents, despite vastly different experiences with environmental concerns.
Environmentally-minded consumers lean liberal, but only slightly
Given the GOP’s reputation for climate change skepticism or outright denial, it’s more surprising that the political affiliation gap between environmentally-minded consumers and the general population isn’t larger. Two in five (40%) environmentally-minded consumers are Democrats, and 27% are Republicans.
Environmentally-minded consumers lean left
Gaps in news source consumption also help to explain the partisan divide. Environmentally-minded consumers are more inclined to keep up with the news in general: 83% of the cohort say it’s important for them to keep up with the news and current affairs. That number drops to 75% for the general population. The source of their news likely influences their environmentalism. For example, environmentally-minded consumers are less likely than the general population to be Fox News viewers, and more likely to watch MSNBC.
A strong community is important to environmentally-minded consumers
Consumers who are willing to make meaningful changes in their own lives for the benefit of the environment have a stronger inclination to give back to society and feel connected to their communities. They’re more duty-oriented and likely to prioritize the needs of others over their own enjoyment.
Psychographic profile of environmentally-minded consumers
Brands offering more environmentally-friendly products do have an audience to target here, even though this group is frugal and conscious about their consumption. After all, they’re still willing to pay more for the more sustainable option. This audience is well-informed about environmental issues, so claims of sustainability practices need strong backing, not greenwashing, which entails upcharging for products with questionable environmental bona fides. Previous Morning Consult research on consumer perception of environmental sustainability found that the most sustainable actions brands can take in consumers' eyes are to make long-lasting, quality products, thereby reducing overall product consumption.
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